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Online Marketing Using Adwords and Google Analytics social media forum 2010
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Online Marketing Using Adwords and Google Analytics social media forum 2010

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  • 1. 1
  • 2. Brand 2
  • 3. 3
  • 4. Marketer You 4
  • 5. “Brand is purely and simply the sum-total of all customer experiences served-up by the organization. The brand is the experience.” 5
  • 6. Who you want to be Vs. What people conceive you to be 6
  • 7. “Discover” Your Brand 7
  • 8. Main Online Measures / Metrics Visits CPA CPC CPM Click-Through Ratio (CTR) Ad Impressions Unique Visitors Conversions Bounce Rate Page Views 8
  • 9. Page Views Number of times a page was served / “viewed” heat map, showing the eye fixations on the page 9
  • 10. Number of times an ad was served “viewed” Same as page views, usually used for ads (usually >1 impression per page) Ad Impressions 10
  • 11. Visits & Unique Visitors • Visits: • Unique Visitors: Number of times a “session” is started at a site Number of people (computers) that visited your site I might visit you 3 times this week, but I’m 1 unique visitor Example: 11
  • 12. Pages / Visit Average page views per visit Total page views ÷ total visits 12
  • 13. Bounce Rate • Number of single-page visits (visits with 1 page view) • 1-page visits ÷ Total visits = Bounce Rate13
  • 14. Click-Through Ratio (CTR) • Number of clicks on a banner / text ad / link etc. compared to total views (impressions) • Clicks ÷ Impressions = CTR 14
  • 15. Visits per Visitor • Average times a visitor comes to the site within a certain period of time • Total visits ÷ Unique Visitors = Visits per Visitor • Important measure of loyalty 15
  • 16. Conversions • Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc • Conversions ÷ Visits (or UVs) = Conversion Rate Conversions 16
  • 17. Visits CPA CPC CPM Click-Through Ratio (CTR) Ad Impressions Unique Visitors Conversions Bounce Rate Page Views 17
  • 18. XYZCoolTrips.com xyzcooltrips.com/france: 90,000 pageviews xyzcooltrips.com/spain: 10,000 pageviews 18
  • 19. Content Traffic 90% 10% France Spain 50% 50% France Spain 19
  • 20. xyzcooltrips.com/france: 90,000 pageviews xyzcooltrips.com/spain: 10,000 pageviews xyzcooltrips.com/madrid: 1,000 pageviews xyzcooltrips.com/seville: 1,000 pageviews xyzcooltrips.com/cordoba:1,000 pageviews 20
  • 21. Content Traffic 20% 80% France Spain 87% 13% France Spain 21
  • 22.  370M pages of content  1 page of search  Google is still a search brand/site 22
  • 23. • Top content: most visited pages by URL • Content by title: most visited pages by page title • Content drilldown: most visited sections (folders) 23
  • 24. Keywords Keywords people used to find your site give an insight on how the site is being perceived by users and search engines 24
  • 25. Handling Large Amounts of Keywords Advanced keyword research Google Webmaster Tools Word clouds (Wordle.net) 25
  • 26. “Demographics are Dead” Wunderman Report – “How to Think Digital” 26
  • 27. Your Market is… “Any group of people who are actively researching a product you offer” Wunderman Report – “How to Think Digital” 27
  • 28. Why Keywords? People search alone usually Users are not forced to search Search is not a selection between alternatives it’s an expression of desire 28
  • 29. User Intent Consider the following keywords: Camera Digital camera Digital camera models Digital camera price comparison Canon powershot sx20 best deals 29
  • 30. Another Example GPS GPS navigation Garmin GPS navigation Garmin car GPS navigation Garmin nuvi 660 Buy Garmin nuvi 660 30
  • 31. Deep Diving Into Each Keyword: example (games) 31
  • 32. Export the Data Keywords Queries / month [games] 16,600,000 [addicting games] 5,000,000 [free games] 3,350,000 [free online games] 3,350,000 [funny games] 2,740,000 [online games] 2,740,000 [video games] 2,740,000 [flash games] 1,500,000 [pc games] 1,500,000 [computer games] 1,220,000 [fun games] 823,000 [racing games] 823,000 [games online] 673,000 [shooting games] 673,000 [download game] 550,000 [download games] 550,000 [free game downloads] 550,000 [free game] 450,000 [free online game] 450,000 [game online] 450,000 32
  • 33. The Art: Spotting Trends / Segments Keywords Queries / month Category [games] 16,600,000 generic [addicting games] 5,000,000 addicting [free games] 3,350,000 free [free online games] 3,350,000 free / browser [funny games] 2,740,000 funny [online games] 2,740,000 browser [video games] 2,740,000 video [flash games] 1,500,000 brower [pc games] 1,500,000 computer [computer games] 1,220,000 computer [fun games] 823,000 funny [racing games] 823,000 action [games online] 673,000 browser [shooting games] 673,000 action [download game] 550,000 computer [download games] 550,000 computer [free game downloads] 550,000 computer [free game] 450,000 free [free online game] 450,000 browser / free [game online] 450,000 browser 33
  • 34. Segments of ‘Games’ Category Queries % Generic 16,600,000 35.5% Browser 9,163,000 19.6% Addicting 5,000,000 10.7% Computer 4,370,000 9.4% Free 3,800,000 8.1% Fun 3,563,000 7.6% Video 2,740,000 5.9% Action 1,496,000 3.2% Total: 46,732,000 100.0% Generic Browser Addicting Computer Free Fun Video Action 34
  • 35. Google Webmaster Tools Keyword Analysis 35
  • 36. Dubai keywords by wordle.net 36
  • 37. 37
  • 38. Google News 38
  • 39. The Market vs. Your Website The Market My Website’s Content 90% 10% Football Basketball 40% 60% Football Basketball 39
  • 40. Awareness 40
  • 41. 41
  • 42. Some Awareness Measures • Percentage of features used • Number of keywords used to find your brand • Type of keywords used to find your brand 42
  • 43. Traffic 43
  • 44. Key Performance Indicators KPI 44
  • 45. 45
  • 46. Averages Segmentation is Everything 46
  • 47. Google Analytics Advanced Segments 47
  • 48. 48
  • 49. Brand Traffic • People who know your brand • One of the most loyal segments • Difficult to influence by others (sites, search engines) • Measure trend in absolute number of visits • Analyze this segment’s behavior over time 49
  • 50. Eurosport Arabia Brand Segment 50
  • 51. 51
  • 52. The Power of Content 52
  • 53. What are the ways in which a person can go to a page? 53
  • 54.  Directly typing in the URL  Through a relevant search result  Clicking on a link on another site or email  Advertisement (text, banner, video, etc…) 54
  • 55. AdWords Remarketing • Identifies people’s interest based on the page they visit • Retargets these people when they go to other sites Music banner 55
  • 56. Writing Effective Ads Ads relevant to specific keywords Features Benefits Calls to action Using keywords in ads Test different landing pages 56
  • 57. Benefits Main point of interest They are what your product achieves for the user They are what users care about Examples: feeling good about themselves (loosing 10kg), feeling safe on the road (air bags), securing a good future for your kids (good ROI on investment plan), etc… 57
  • 58. Features How your product helps me achieve the benefits Specific evidence about your product Points of differentiation Examples: 50” screen, 8MP camera, ABS breaks, real leather shoes, etc… 58
  • 59. Calls to Action Leads user to a specific thing to do Generates enthusiasm in the moment Filters users Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc… 59
  • 60. Using Keywords in Ads Keywords are highlighted on results pages Boosts relevancy of ads 60
  • 61. Thank you Elias Dabbas elias@media-supermarket.com eliasdabbas@gmail.com +971 55 953 18 26 61